LL Cool J is a force in the entertainment biz. The Grammy-winning artist has not only tackled the music world, he has also won over audiences with his starring role on the CBS hit drama, NCIS: Los Angeles.

Now, the father of four is taking on a new challenge — the ACE Brand “A” Game Challenge, a contest that asks sports fans and aspiring young athletes to submit video entries showcasing their skills in sports for a chance to win $10,000. The campaign also benefits the non-profit organization, After-School All-Stars.

“My after-school experience was trying to keep my bus pass and hoping I could get home with my new sneakers on,” the star told Parade.com. “So anytime I can do something that benefits kids and gives them an opportunity to have an after-school experience, I’m 100 percent in.”

LL Cool J, 45, talked to Parade.com about going back to his New York roots, the upcoming 100th episode of NCIS: LA, the evolution of hip-hop, and more.

On giving back.“Inspiring and encouraging these kids and teaching them about teamwork is a great thing for me. Teamwork makes the dream work. The decisions I make in terms of what I get involved in come from my heart and my spirit. It’s not about me trying to craft a persona or put an image forward. We have to live our lives for who we are.”

On returning to his hometown.“Oh my God. I love being in New York. The air, the vibe, the smog, the weird smells! I love it all.”

On the 100th episode of NCIS: Los Angeles.“It’s going to be very interesting. We’re going to learn some really dark and serious things about Callen’s past, and there’s also some other surprising and shocking things that will be happening in terms of cast changes, so people should be ready.”

On acting vs. music.“When I’m performing live, it’s just like a rush, it’s like bungee jumping. And being in the studio is like getting a massage! When I’m acting, it’s like driving on the highway at top speed. It’s not quite the thrill of live performing, but you definitely feel it.”

On hip-hop today.“Some of it’s ok. There are some really talented artists out there, but the majority of the hip-hop that’s being put out there today — it’s not being made for guys like me. I’m a hip-hop fan, but I’m a purist hip-hop fan. I’m a fan of more traditional, purist, blue-collar hip-hop. I’m not really a fan of that pop, synthesized music. I like the heart of the beat, and if its going to be R&B leaning, then I like it to have that real funk, that real special vibe to it that you really feel. It’s not so much about what’s being played in my ear, but I gotta feel it in my soul as well. I think a lot of the music now is being designed more for your ears and less for your soul.”